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NEW YORK – Starting today, people in movie theaters across the country will get to see the first major promotion for OWN: The Oprah Winfrey Network, which launches next month, the New York Times reported.
“This is our day. This is our moment,” Winfrey says in the minute-long commercial, while Black Eyed Peas frontman will.i.am sings in the background.
Oprah Winfrey and partner Discovery Communications aren’t able to direct people to the channel yet as the Discovery Health Channel is in its space for a few more weeks. So the ads are designed to raise awareness and communicate that the network won’t be all about Oprah.
“Quite frankly, we need to manage expectations,” Darren Schillace, the channel’s vp of consumer marketing, told the Times. With images of crowds and a smiling baby, among other things, the commercial wants to send the message that “this is celebratory,” Schillace said.
According to the Times, the ad is part of a multimillion-dollar campaign that also include promos on Discovery Health and a print ad in Vanity Fair promoting the show Oprah Presents Master Class. In the coming weeks, the campaign will expand to billboards, including one in Times Square and one on the Sunset Strip, radio and the Internet.
According to the Times, the song for the cinema ad, Own It, is a bonus track on the Black Eyed Peas’ new album, The Beginning. It said that will.i.am quickly created the song after a chat with OWN chief creative officer Lisa Erspamer, who mentioned that she was looking for a theme for Your OWN Show: Oprah’s Search for the Next TV Star.
The song’s chorus says “I wanna own it,” and Ophrah gets a direct shoutout in the line: “I wanna do it big like Oprah.”
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